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SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE
IN INDONESIA PHARMACEUTICAL INDUSTRY PART 4
Moch Kurniawan
THREE WAYS TO GROW A BUSINESS:
RETENTION, ADVOCACY, PURCHASING
http://businessoverbroadway.com/customer-loyalty-measuremen...
THE BASICS OF CUSTOMER LOYALTY
https://www.washaccess.com/home/whatisloyalty.aspx
3 DIFFERENT PERSPECTIVES ON LOYALTY
Mark D. Uncles et al ,Journal of Consumer Marketing October 2002
www.marketingmag.com.au/blogs/customer-loyalty-programs-too-much-love-not-enough-action-16465/#.UwjWW87zqkw
CUSTOMER LOYALTY PROGRAMS
•raising purchase/usage levels
•increasing the range of products bought from the supplierA
Incre...
http://blogs.salesforce.com/company/2012/08/53-of-customer-loyalty-is-from-sales.html
RECOVEREY PARADOXON
Customer Loyalty in the Oilfield: Experience | Gelb Consulting Group, Inc.
COMPANIES WITH HIGHER LEVELS OF
CUSTOMER LOYALTY EXPERIENCE ACCELERATED
BUSINESS GROWTH.
http://businessoverbroadway.com/c...
ECONOMIC VALUE TO THE CUSTOMER
www.mckinseyquarterly.com/strategy/deva00.asp
http://businessoverbroadway.com/customer-loyalty-measurement-framework
GREAT CUSTOMER EXPERIENCE AND HOW TO
CREATE IT
Listen to your employees
Hire for attitude, not aptitude – then reinforce
G...
TEN BEST WAYS TO EXCITE
Extreme simplicity: Devise processes that are exceptionally easy
and intuitive to use
Premium qual...
TEN BEST WAYS TO EXCITE (CONT’)
Hedonism: Provide fun, freedom, and shared experience
through adventure or entertainment
M...
NEW TRENDS IN CUSTOMER EXPERIENCE
consumer
expectations
are rising
consumer
empowerment
increasingly
sophisticated
channel...
WHAT TO DO ABOUT CHANGES IN CUSTOMER
PREFERENCES AND BEHAVIOR
Customer
segmentation
Segment
Needs and
Performance
(SNAP) c...
EXPERIENCE RADAR UNCOVERED FOUR CUSTOMER
SEGMENTS BASED ON THEIR MEDICATION BEHAVIOR
AND DESIRED EXPERIENCE
PwC Health Res...
A SERIES OF POSITIVE INTERACTIONS GOES
BEYOND “COMPLETELY SATISFIED”
Delighting the customer behind the meter |Copyright ©...
MAPPING THE CUSTOMER EXPERIENCE HELPS
HIGHLIGHT INTERDEPENDENCIES AND DIFFERENT
TRIGGERS OF A UTILITY’S CUSTOMER INTERACTI...
5 STEPS TO INCREASE CUSTOMER RETENTION
Improve customer
"stimulation."
"Red flag" high-
risk customers
and act quickly
to ...
STRATEGIES THAT INCREASE CUSTOMER VALUE
Cost: Lower the cost
to serve
Loyalty: Retain
customers
longer
Sales: Increase
per...
HOW TO PRIORITIES YOUR MULTICHANNEL
MARKETING
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-wh...
THE ‘RIGHT PERSON’
What is the role of different groups within my target universe in influencing
and determining prescribi...
THE ‘RIGHT CHANNEL’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
THE ‘RIGHT CHANNEL’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
THE RIGHT ‘MESSAGE’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
SO THE MOST IMPORTANT IS.......
HOW TO MAKE THAT..............
18 PRINCIPLE SERVICE WITH CHARACTER
True Blue
• Service never lies !
• Be brave, serve the right way consistently
• Keep y...
18 PRINCIPLE SERVICE WITH CHARACTER
Orange
• Be open, allow customer to know what they should know
• Never let your custom...
Service with character to creat customer value in indonesia pharmaceutical industry part 4
Service with character to creat customer value in indonesia pharmaceutical industry part 4
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Service with character to creat customer value in indonesia pharmaceutical industry part 4

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Service with character to creat customer value in indonesia pharmaceutical industry part 4

  1. 1. SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE IN INDONESIA PHARMACEUTICAL INDUSTRY PART 4 Moch Kurniawan
  2. 2. THREE WAYS TO GROW A BUSINESS: RETENTION, ADVOCACY, PURCHASING http://businessoverbroadway.com/customer-loyalty-measurement-framework
  3. 3. THE BASICS OF CUSTOMER LOYALTY https://www.washaccess.com/home/whatisloyalty.aspx
  4. 4. 3 DIFFERENT PERSPECTIVES ON LOYALTY Mark D. Uncles et al ,Journal of Consumer Marketing October 2002
  5. 5. www.marketingmag.com.au/blogs/customer-loyalty-programs-too-much-love-not-enough-action-16465/#.UwjWW87zqkw
  6. 6. CUSTOMER LOYALTY PROGRAMS •raising purchase/usage levels •increasing the range of products bought from the supplierA Increase sales revenues •building a closer bond between the brand and current customers More defensive •furthering cross-selling •creating databases •aiding trade relations •assisting brand PR •establishing alliances Peripheral goals Mark D. Uncles et al ,Journal of Consumer Marketing October 2002
  7. 7. http://blogs.salesforce.com/company/2012/08/53-of-customer-loyalty-is-from-sales.html
  8. 8. RECOVEREY PARADOXON Customer Loyalty in the Oilfield: Experience | Gelb Consulting Group, Inc.
  9. 9. COMPANIES WITH HIGHER LEVELS OF CUSTOMER LOYALTY EXPERIENCE ACCELERATED BUSINESS GROWTH. http://businessoverbroadway.com/customer-loyalty-measurement-framework
  10. 10. ECONOMIC VALUE TO THE CUSTOMER www.mckinseyquarterly.com/strategy/deva00.asp
  11. 11. http://businessoverbroadway.com/customer-loyalty-measurement-framework
  12. 12. GREAT CUSTOMER EXPERIENCE AND HOW TO CREATE IT Listen to your employees Hire for attitude, not aptitude – then reinforce Give people purpose, not rules Tap into the creativity of your front line The secret to delighting customers? Put employees first , Mc Kinsey&Company
  13. 13. TEN BEST WAYS TO EXCITE Extreme simplicity: Devise processes that are exceptionally easy and intuitive to use Premium quality and design: Develop products that are outstanding in look and feel as well as performance Exceptional service: Create a friendly personalized approach that takes the pain out of purchasing Innovative technology: Develop revolutionary solutions that raise the bar of customer expectations for all competitors Exclusivity: Appeal to status-seekers with premium-priced luxury services Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014
  14. 14. TEN BEST WAYS TO EXCITE (CONT’) Hedonism: Provide fun, freedom, and shared experience through adventure or entertainment Mystique: Cultivate an aura of secrecy or intrigue around a product specification or launch Taboo breaking: Reject stereotypes for a more daring approach Co-creation: Foster shared ownership through participation, contribution, and community Authenticity:Show unusual frankness and openness to win – or woo back – skeptical customers Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014
  15. 15. NEW TRENDS IN CUSTOMER EXPERIENCE consumer expectations are rising consumer empowerment increasingly sophisticated channels and tools to work well For customer loyalty, only the best will do | McKinsey on Marketing & Sales | Februari 2014
  16. 16. WHAT TO DO ABOUT CHANGES IN CUSTOMER PREFERENCES AND BEHAVIOR Customer segmentation Segment Needs and Performance (SNAP) charts Customer ethnographic research Loyalty and retention The revenue sieve http://www.businessknowhow.com/marketing/anticipatechange.htm
  17. 17. EXPERIENCE RADAR UNCOVERED FOUR CUSTOMER SEGMENTS BASED ON THEIR MEDICATION BEHAVIOR AND DESIRED EXPERIENCE PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013
  18. 18. A SERIES OF POSITIVE INTERACTIONS GOES BEYOND “COMPLETELY SATISFIED” Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.
  19. 19. MAPPING THE CUSTOMER EXPERIENCE HELPS HIGHLIGHT INTERDEPENDENCIES AND DIFFERENT TRIGGERS OF A UTILITY’S CUSTOMER INTERACTIONS Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.
  20. 20. 5 STEPS TO INCREASE CUSTOMER RETENTION Improve customer "stimulation." "Red flag" high- risk customers and act quickly to retain them Address key sources of customer dissatisfaction Resist downward pricing pressure among existing customers Focus customer investment in low- attrition segments http://www.inc.com/karl-and-bill/5-ways-to-improve-customer-retention.html?cid=readmore
  21. 21. STRATEGIES THAT INCREASE CUSTOMER VALUE Cost: Lower the cost to serve Loyalty: Retain customers longer Sales: Increase per customer sales http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer-value/1787
  22. 22. HOW TO PRIORITIES YOUR MULTICHANNEL MARKETING http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
  23. 23. THE ‘RIGHT PERSON’ What is the role of different groups within my target universe in influencing and determining prescribing behavior? What are their core information needs professionally (in order to do their job and to reach prescribing judgements)? How do they use different channels to find and assimilate this information? http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
  24. 24. THE ‘RIGHT CHANNEL’ http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
  25. 25. THE ‘RIGHT CHANNEL’ http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
  26. 26. THE RIGHT ‘MESSAGE’ http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
  27. 27. SO THE MOST IMPORTANT IS.......
  28. 28. HOW TO MAKE THAT..............
  29. 29. 18 PRINCIPLE SERVICE WITH CHARACTER True Blue • Service never lies ! • Be brave, serve the right way consistently • Keep your promise, serve with commitment Golden Rule • Customer is your friend, not your KING ! • Always show sincerity to everyone • Involve customers, create experiences Green • Follow your service script in natural way • Service failure is not an option • Always ready to serve and make things done
  30. 30. 18 PRINCIPLE SERVICE WITH CHARACTER Orange • Be open, allow customer to know what they should know • Never let your customer down, even if you down • Avoid personal biases in serving customers Red • Show kindness in every service touch point • Consider customer’s hidden needs in all service processes • Know what customer feels is good, able to serve it is great Purple • Implement your service ethically, live your company’s value • Spread the caring spirit to the society • Encourage customers to be more environental conscious

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